Nissan: Winter Warrior

This case study explains how Nissan used a masculine ad campaign to improve Canadians' opinion of its Rogue model and, in particular, its off-road capabilities.

Nissan: Winter Warrior


Situation analysis

Overall assessment

Despite having been in the Canadian market for seven years, the Nissan Rogue, a small crossover utility vehicle (CUV), significantly lagged behind key competitors such as, Honda CR-V, Toyota Rav4, and Ford Escape in not only sales performance, but ba

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